2013 Google Ecommerce

Transcription

1 2013 Google Ecommerce Research Study

2 2 In this Google Ecommerce Study, we ll be taking a look at Google s main revenue driver for e-commerce businesses: Google Shopping (a.k.a. Google Product Listing Ads). We compiled data from a representative sample of our client base (215+) over the course of Q to Q Here are a couple trends we examined: Google Shopping growth per Quarter (Q1-Q4 2013) Google Shopping growth YOY (Q3 & Q4) The growth of Mobile Google Product Listing Ads Jump here to reach the Key Findings Page.

3 3 Overall Google Shopping Performance 90k 210k 3% 80k 180k 2% 70k 150k 1% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Avg. Traffic Avg. Revenue Avg. Conversion Rate Q Avg. Traffic: 69,512 Avg. Revenue: 150,185 Avg. Conversion Rate: 2.47% Q Avg. Traffic: 69,842 Avg. Revenue: 148,278 Avg. Conversion Rate: 2.18% Q Avg. Traffic: 73,758 Avg. Revenue: 156,264 Avg. Conversion Rate: 2.18% Q Avg. Traffic: 90,615 Avg. Revenue: 224,507 Avg. Conversion Rate: 2.78% YOY Q3 Traffic: % Revenue: % CR: +2.35% YOY Q4 Traffic: % Revenue: % CR: %

4 4 Google Shopping Share of Overall Site Traffic & Revenue In 2013 Google Shopping 13.28% 12.21% 86.72% Other traffic sources 87.79% Other revenue sources Google Shopping accounted for 13.45% of Overall Site Revenue In Q Overall Site Traffic Overall Site Revenue Desktop PLA Revenue in Q Google Shopping 13.46% 86.55% Other desktop revenue sources Overall Site Desktop Revenue

5 5 Mobile Google Shopping Performance The rise of mobile shopping was never more evident than this past Q Mobile Product Listing Ads are a feature of the Google Shopping program that can be selected and optimized, depending on the advertiser s preferences when creating ad groups. For retailers and advertisers that have mobile-optimized websites, mobile PLAs with adjusted bids can have profound effects. Mobile PLAs YOY Mobile is up % for traffic YOY in Q4 Mobile is up % for revenue YOY in Q4 Mobile is up % for orders YOY in Q4 Mobile conversion rates have risen slightly, from 2.02% % YOY in Q4

6 6 Mobile vs. Desktop Conversion Rate on GS Over half of American adults are smartphone users, and many of those use phones to make or facilitate purchases. Consequently, we delved into the mobile data of our customers to highlight mobile ecommerce trends. 2.95% Conversion Rate 2.26% Conversion Rate Mobile PLA Share in Q4 Desktop Mobile Other mobile revenue sources (aggregated) 26.08% 17.57% 13.45% 73.92% 82.43% 86.55% Overall PLA Traffic Overall PLA Revenue Overall Site Mobile Revenue

7 7 Key Findings The following stats are based on our sample of clients and pertain to performance data from Q to the end of Q (1/1/13 12/31/13). In 2013, Google Shopping accounted for 13.28% of Overall Site Traffic In 2013, Google Shopping accounted for 12.21% of Overall Site Revenue In Q4 2013, Google Shopping accounted for 13.45% of Overall Site Revenue Q4 Google Shopping Traffic is up 65.66% YOY and Revenue is up 84.32% YOY Mobile Product Listing Ads accounted for 26.08% of Overall PLA Traffic in Q4 Mobile Product Listing Ads accounted for 17.57% of Overall PLA Revenue in Q4 Mobile PLA Orders are up % YOY in Q4; Traffic up % YOY Mobile PLAs accounted for 13.45% of Overall Site Mobile Revenue Desktop Conversion Rate outweighs Mobile CR, averaging 2.95% to Mobile s 2.26% Methodology CPC Strategy's 2013 Google Shopping Year in Review was fielded to a representative sample of 28% of CPC Strategy's client base (215 Clients). This survey is part of CPC Strategy's periodic look at retail search performance and collected data between Q and Q (July 1, 2012 to December 31, 2013). We conduct primary research to better understand trends within the retail space as it relates to ecommerce and search marketing efforts.

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